Zenberry

History

2023: Launch of a chain of low-price stores

GC "Reality," which owns a network of stores of the same name, launched a new network of low price stores called "Zenberry." The first two points began working in the center of St. Petersburg in September 2023.

The first store is located on Konnaya Street, not far from Staro-Nevsky Prospekt. The second opened next to Parfyonovskaya street in the Moscow region. The average area of ​ ​ retail outlets was about 130-170 m2.

The owner of the grocery retailer "Reality" launched a network of low price stores

According to RBC, the Zenberry chain will operate in a discounter format, where average food prices will be lower than in other supermarkets. Due to savings on rent and the number of personnel, the company expects that products in its network will cost half the price.

We decided to open two more stores in the city center and by the end of the year we will open several more, and next year we will launch about 30 stores, it makes no sense to open one at a time, "said Alexander Myshinsky, co-owner of Reality stores.

According to him, if investments in opening an ordinary grocery store amount to 15-18 million rubles, then opening a discounter costs 3-5 million rubles spent on repairing the premises and equipment.

We put low margins - and work in the format of every day low price - always low price. We try to be cheaper than in large networks for the promotion. A low mark-up can be made due to lower costs compared to ordinary supermarkets - this is a lower cost of rent, a smaller number of staff, etc. Thanks to this, the margins in Zenberry are half as low as in ordinary supermarkets, - said the co-founder of Reality Group of Companies about the concept of the network.

As RBC notes in early September 2023, discounters are still considered a promising and profitable format for retail development. However, surviving new players in this niche is becoming more and more difficult. For example, the Lenta chain launched mini stores back in 2021, but later the retailer closed some of them.^[1]

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